Week 7 EOC: Dicussion Questions Chapter 7

1.  What is viral fashion branding?  How did this form of branding make Johnny Cupcakes a well-known product line in the youth market?

Viral fashion branding is “…self-promotion, word of mouth, or by using electronic methods such as e-mail and the Internet.  No pricey marketing firm has helped this young entrepreneur.  Johnny Cupcakes has created a loyal customer base on his own terms.”  Brand Story by Joseph Hancock page 109  Johnny Cupcakes appeals to a young market through his youthful marketing.  He created a company that makes the consumer feel special.

2.  Why is viral fashion branding a good method for promoting product?  Can you think of other brands that are currently using this process?

Many times an ad or a commercial can be overlooked.  Creating viral branding gets the attention of a potential consumer.  People today are consumed in social media so what better way to get their attention?  “With its strong Facebook and Twitter presence and 3-year history of creative online marketing ventures, [American Apparel] has been making its mark on the social media landscape. Most recently, the company teamed up with fashion community site LOOKBOOK.nu…”  http://www.simplyzesty.com/social-media/10-fashion-brands-social-media-effectively/

3.  How does Johnny Cupcakes allow customers to feel like they are special?  Is this important and why?

Johnny Cupcakes adds trinkets to their boxes when sending out an online order to a customer.  A vanilla scent is added to the items, as well.  Johnny himself said why it is so important.  “It makes us stand out as a company and lets our customer know that we take the extra step to let them know we care.”  Brand Story by Joseph Hancock page 113

4.  Do you think the Johnny Cupcakes brand relates to older customers like the baby-boomers and Generation Xers?  Why or why not?  How does his use of nostalgia and popular culture influence his ability to reach different audiences?

Baby-boomers and Gen Xers relate to the brand because of the nostalgic icons printed on the t-shirts.  Different audiences are reached because younger people feel the icons are vintage while older people remember the images and want to feel young again.

5.  In your opinion, is Johnny Cupcakes a unique brand?  What other items would you include in his product line?

Johnny Cupcakes is extremely unique.  Putting a cupcake on iconic pictures makes this brand memorable.  I would add shoes to his brand.  Using a simple style like Toms or Vans would be easy to create an iconic Johnny Cupcakes print.  Even high heels with quirky new designs and prints could epitomize the Johnny Cupcake brand.